Ogilvy Inherits the Motorola Business from Droga5

By Patrick Coffee Comment

Yesterday we posted on Droga5 resigning the Motorola account after 4 years, and today the client has confirmed that Ogilvy will now have the portion of the business previously handled by that agency.

From a Lenovo/Motorola spokesperson: “Lenovo works with a roster of agencies and does not declare an agency of record for various aspects of the business. We can confirm that Ogilvy is currently working on Motorola.”

As per our headline, Ogilvy has effectively inherited the phone portion of parent company Lenovo’s business from Droga5.

This is not particularly surprising given that Lenovo picked Ogilvy and its sister agencies (including OgilvyOne, OgilvyInteractive, Mindshare and Ogilvy PR) in a 2005 review to work on its “Think” line of products. The only major change in that relationship was a 2013 review which sent the North American media portion of the business to Digitas (it had been with Neo@Ogilvy).

Ogilvy has also worked on Motorola in the past, winning a 2000 global review that served as a consolidation of the company’s various business units. At the time, the deal was worth $175 million. (The digital portion of the account later went to FCBi in 2005.)

There would appear to be no such consolidation this time as the client tells us that “The Motorola work is being handled through our existing roster of agencies and there will be no review.”

Those agencies currently include DigitasLBi and VML in addition to Ogilvy.